Journal of Advances in Developmental Research

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Volume 17 Issue 2
2026

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Measuring Customer Perceived Service Quality in Organised Retail Outlets: An Empirical Study of D-Mart Supermarket in Ongole, Andhra Pradesh

Author(s) M. Jayasri, Prof. N. Udaya Bhaskar
Country India
Abstract The rapid expansion of organised retail in India's tier-II and tier-III towns has intensified competition among supermarket chains, making service quality a decisive factor in customer retention and store loyalty. This study measures customer perceived service quality at the D-Mart supermarket outlet in Ongole, Andhra Pradesh, using an adapted Retail Service Quality Scale (RSQS) built on five dimensions: physical aspects, reliability, personal interaction, problem-solving, and policy. Primary data were collected from 150 D-Mart shoppers through a structured questionnaire administered using stratified convenience sampling, and analysed using descriptive statistics, reliability analysis (Cronbach's alpha), and multiple regression. The findings indicate that physical aspects and reliability are the strongest predictors of overall perceived service quality, while personal interaction shows comparatively lower but still significant influence. The layout of the shop, pricing of the items, and availability of products were found to be favourable, while billing speed during peak hours and staff responsiveness were found to be areas of improvement. The study contributes to the limited body of service-quality research on organised retail in semi-urban Andhra Pradesh and offers practical recommendations for retail managers seeking to strengthen customer satisfaction and loyalty in similar market contexts.
Keywords Service Quality, Organised Retail, RSQS, Customer Perception, D-Mart, Supermarket, Andhra Pradesh, Retail Management
Published In Volume 17, Issue 2, July-December 2026
Published On 2026-07-26
DOI https://doi.org/10.71097/IJAIDR.v17.i2.2088
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Crossref DOI prefix of IJAIDR is 10.71097/IJAIDR

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